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Whats Next?@kyleplacy

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Whats Next?@kyleplacy

Whats Now?@kyleplacy

Data EqualsRelevanceone.@kyleplacy

Ginni RomettyCEO, IBMWhat you will see with rapid data and social sharing is the death of the average and the era of you.

Businesses will be able to truly serve the individual.@kyleplacy

1. Empathy2. Perspective TakingTwo types of marketing & creative: @kyleplacy

EmpathyUnderstanding someones emotional state or feelings@kyleplacy

They were reallygood at empathy.@kyleplacy

@kyleplacy

Perspective TakingCognitive & analytical its understanding someones interests and behavior.@kyleplacy

MomentsMattertwo.@kyleplacy

@kyleplacy

ConsumerMobilitythree.@kyleplacy

@kyleplacy

@kyleplacy Mobile Penetration (Total Population)

Smartphone Penetration Total PopulationWe also know that mobile email open rates are growing exponentially. 21

Smartphone massive growth potential with only 30% of total market.Mary Meekers 2014 Internet Trends Report@kyleplacy

Out of the 74% of Japanese consumers intending to upgrade their phoneJapan Consumer Insights Report 2014, ExactTarget Marketing Cloud@kyleplacy

99.5% will be upgrading to a smartphone.2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud@kyleplacy

@kyleplacy Activities used on Smartphone (last 7 days)

Content isMobile@kyleplacy

91% of consumers indicated that access to content across all devices was important.2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy

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26 million US consumers will book travel via a smartphone this year. European Travel Commission @kyleplacy

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@kyleplacy

Locationfour.@kyleplacy #ETFOM

Rethinking Place. 30

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@kyleplacy #ETFOM

Last mile project how do you innovate around the delivery point. 34

83% of US Consumers research products while in-store on their mobile phone.Googles Our Mobile Planet Report@kyleplacy

Personalizationof Brandfive.@kyleplacy

Predictive Intelligence@kyleplacy

41% of consumers buy more from brands who send personalized emails based on past buying behaviors.Return Path@kyleplacy

12-25% increase in sales if the transactional message includes personalized product recommendations.ExactTarget Marketing Cloud@kyleplacy

CollaborativeEconomysix.@kyleplacy

@kyleplacy

@kyleplacy

@kyleplacy

Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every county on earthMedian price of a hotel vs cost of an Airbnb apartment54

$13B

The New Collaborative Economy Customer ScoreCustomer RatingsProvider QualityNew Loyalty DataA New Perspective

The new Collaborative Economy Customer Score provides insights never before combined:

Customer ratings. Uber drivers rate passengers we know who the best customers are and whos not worthy for a late night ride.

Provider quality. Like Yelp and eBay, customers can rate the drivers, a social metric. .

Local transaction data. Since these transactions are happening at a local level, they provide data regarding traffic routes and times, and can, therefore be used to accurately predict when and where people use Ubers services.

New loyalty data. Since Uber and Amex are sharing their data and rewards, they lock in a powerful new relationship.

A new perspective. When combined with traditional financial data like loyalty points, credit scores, and net worth, we can have a powerful new insights into customer behaviors.57

ConnectedProductsseven.@kyleplacy

Sensor use is rising rapidly at +34% Y/Y growth.Mary Meekers 2014 Internet Trends Report@kyleplacy

8 Billion units were shipped in 2013.Mary Meekers 2014 Internet Trends Report@kyleplacy

Data equalsRelevance

Data beatsOpinions

We must move from numbers keeping score to numbers that drive better actions.David WalmsleyHead of MultichannelMarks & Spencer@kyleplacy

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